Abstract

This case focuses on the launch of the Android One program by US-based search engine giant Google Inc (Google). Under the Android One program, Google partnered with mobile handset manufacturers to bring out affordable high- quality smartphones. Android One was launched in India in September 2014, and Google planned to extend it to other emerging markets. The case discusses different versions of Android and the changes Google made to the software to make it compatible with low-cost mobile phones. It also discusses the challenges Android One is likely to face in India and other markets.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand how companies plan line extension by analyzing market scenario and customer needs.
• Understand differentiation and cost leadership strategies followed by companies for gaining competitive advantage and killing competition.
• Understand how companies create superior customer value with high levels of market share and brand awareness, highly effective distribution systems, broad product line offering a variety of choices, and excellent product distribution that lowers customer

Keywords

Smartphone Industry, Mobile Operating Systems, Partnership, Handset makers, Low-end mobile phone users, Cost Advantage, Differentiation, Competitive Advantage, Android One, Google